A VIRAL MARKETING AGENCY WITH TEETH

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A VIRAL MARKETING AGENCY WITH TEETH

There is a huge difference between entertaining ads and truly viral content. To engage audiences and earn media – the viral must provide the view with some social currency. Successful viral marketing campaigns connect with audiences on an emotional level. They are often surprising, funny, shocking, insightful or inspiring. At Aspect we make content that people just cannot keep to themselves.

OUR VIRAL MARKETING EXAMPLES

Totaljobs

Totaljobs Group Ltd asked Aspect to run a campaign for one of their properties Caterer.com. The concept of the campaign was a video series about Little Gordon (videos contain strong language), a play on the reality television show cooking host and star chef Gordon Ramsey.

Aspect

We’ve all seen them, the supplier or client Christmas e-card with a well-mannered seasonal greeting. For Christmas 2011 Aspect took this format one step further with a fresh approach to the seasonal self promotion.

Admiral

With the 2016 Autumn Internationals approaching Admiral wanted to utilise the exclusive access they get to the Welsh rugby team by producing a viral film. The aim of the #rugbyringer campaign was to promote and reinforce Admiral’s sponsorship of the WRU and drive brand awareness amongst rugby audiences.

OUR VIRAL MARKETING EXAMPLES

Taylormade Adidas

To support the release of Taylormade’s 2017 product range, they asked us to produce an engaging piece of branded content that demonstrated use of the M range clubs and also delivered on the global comms’ positioning statement ‘The Best Just Got Better’.

Painted Man

We saw an opportunity to be reactive and to piggy-back the Sony Bravia’s campaign with our own promotional viral video. The ad depicted a drab and monotone housing estate being saturated with explosions of coloured paint. Our goal was to produce the video as quickly and economically as possible – to ride the back of the Sony wave and gain as much earned media and social share as possible.

Aspect Marketing Viral

opical content that creatively harnessing a specific event can really increase engagement and social share. We wanted to create our own viral campaign for Spring time that subverted traditional Easter themes and positioned Aspect as able to ‘cut through’ with surprising and edgy content.

Our Approach to Viral

STAGE 1: PLANNING

Strategic objectives – what do we want this campaign to achieve? What is the CTA? How are we going to measure success?

Audience insight – who are targeting? Even if your aim is for mass engagement – how can appeal to those people who will advocate and promote the campaign? If we don’t tailor the viral content to the passions, interests or even frustrations of these influencers then the content has less chance of being engaged with by a wider audience.

Competitor analysis – understanding how your competitor’s are talking to consumers helps us spot potential gaps in the conversation. How can we stand out from the crowd? How can we behave differently?

Supporting assets – what other collateral can we harness to maintain the buzz and interest in your campaign? Can we efficiently capture additional content from a single production? What other marketing activities can the viral campaign play off?

PR – can we leverage a broader PR story? What public events, news stories can we leverage or counter?

Launch and distribution – see Seeding and Activation below…

STAG

STAGE 2: CREATIVE DEVELOPMENT

Idea generation – our in-house team of creatives are well versed a variety of approaches, from funny spoofs, stunts and spectacles to docu-tainment and emotive stories. We can help you shape an existing idea or generate new viral ideas to answer your brief.

Treatments

Scripting

Storyboarding

STAG

STAGE 3: PRODUCTION

Scalable production – from simple studio shoots, to location filming and large scale stunts.

ENTERTAINMENT VS PRODUCT

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ENTERTAINMENT VS PRODUCT

Viral marketing campaigns require you as the brand, product and service, entertain first and promote second. Viral idea quickly become ads when the product message starts to compete with the social currency on offer to the viewer. Don’t forget you are competing for attention with non-branded content: from the latest music videos to skateboarding cats.

Useful questions to ask

Is this content relevant to our brand or product? How so? Is there a comfortable fit or are we forcing ourselves into the story?

Have we entertained enough first? Have we earned the permission for the viewer to comfortably share our branded message?

Are we trying to say too much? Keep it simple.

Are we being true to ourselves? In trying to go viral are we compromising our brand values? How can we be sharable and still truthful to our identity.